The mannequins, which feature large full-term baby bumps, join the sports brand's existing plus sized and disability mannequins already on display in the Oxford Circus-based store in a move to "make sport accessible for all women".
Hear hear to that.
The launch coincides with the launch of Nike (M), the iconic brand's first foray into maternitywear which is said to support women "during all stages of pregnancy and beyond".
The range, which was three years in the making, includes items like comfy sports bras with access for breast feeding and sleek maternity shirts with all the cuts, styles and fabrications trialled by nearly 30 female athletes who were pregnant or postpartum.
Nike says of its landmark new collection: "Pregnancy is the ultimate endurance test. A marathon measured in months, not miles. Some days you feel powerful. Other days, you don't. But you keep going, because you're a mother. And mothers are the toughest athletes there are.
"Nike (M) is designed to support you on the ultra, ultramarathon we call motherhood. You are stronger than ever. And we're with you every step of the way.
"We spent three years obsessing over every detail to create this four-piece collection. Designed for mothers, by mothers, it puts comfort, support and functionality first-without compromising on style. Every piece grows with you, adapting as your body changes-so your pre-pregnancy size will see you from first bump to baby and beyond."
Available at Nike.com and Nike Town now, the four-piece Nike (M) Collection consists of the Nike (M) Pullover, the Nike (M) Swoosh Bra, the Nike (M) Tank and Nike One (M) Tight.
While creating the pieces, Nike's design team went through pregnancy data with a fine-tooth comb, trawling through 150,000 comparison scans of non-pregnant women against those of pregnant women.
The supportive designs give flexibility to mums as their relationship with their bodies and sport change simultaneously.
Carmen Zolman, Nike Senior Design Director, said: "The more we listened to expecting mothers and postpartum mothers, the more we learned, reworked and innovated through inclusive design.
"It's the project of a lifetime to work in lockstep with all kinds of mothers to bring to life a capsule that truly supports women's relationship with sport during such a transformative time in their lives."
Nike, we love to see it. *Claps.*